Ruk-bug brand development and Shanghai product launch event

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The evolution of the Ruk-bug brand style and the development of their creative strategy to assist the launch to market.


Ruk-bug website saw a 113% increase in website traffic within the first week of launch.

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The Ruk-bug is an innovative new, go anywhere, baby transporter, designed by father and entrepreneur Russell Clifton.  

Bonfire has been working with Ruk-bug to help build the brand’s identity, attract retailer interest and get the buggy into full production. In preparation for announcing pre-order availability at the Best of British event in Shanghai, Bonfire devised a launch strategy and campaign to drive trade and consumer enquiries and stimulate pre-orders. 

Bonfire conducted in-depth research into the buggy sector, competitor set and the Chinese market and recommended a brand refresh and a launch campaign that included a shop front on the Indiegogo website marketplace.

We adapted the brand identity to focus more firmly on the product’s key features.  A brand look and feel was created that drew inspiration from the unique design of the buggy, and represented the personality and premium nature of the brand.  The new brand combines elements of fun in the form of children’s drawings combined with quintessentially British touches to reflect the inventor’s British roots, with imagery to illustrate the ease and simplicity of using the buggy.

A fresh new Ruk-bug website was built, incorporating video and CGI graphics of the buggy, and designed the exhibition stand for the Shanghai event.  The pre-launch campaign included digital ads for outlets such as Best Buggy, plus search and social ads and an electronic mail campaign to generate interest and drive traffic to the website and the pre-order page.  All collateral was produced in both English and Chinese language.

The brand identity and campaign was critical to engaging with potential stockists at the Shanghai exhibition and stimulated interest from a number of potential retail partners.

The campaign also drove significant interest online from consumers.  In the first week of launch, the campaign drove 113% increase in traffic to the new Ruk-bug website and increased retention rates on the website up by 71%.  At the exhibition, new retailer relationships were also ignited.  

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I have to thank Bonfire for all the hard work in getting everything together for the show and indiegogo. I appreciate how much work was involved, and it has allowed Ruk-bug to prove the market in China and develop the interest we needed. We have made many new contacts and the new website and material produced has given Ruk-bug a brand-new lease of life and an excellent brand presence.

CEO, Ruk-bug


Retention rates on the Ruk-bug website were up by 71%.

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